There must be a joke about making the logo bigger in this campaign by Leo Burnett UAE for McDonald’s. But it is also ferociously clever. McDonald’s UAE has set-up McDonald’s arches swings across the city of Dubai to spread joy and togetherness. The world definitely needs more play right now.
The swings are already helping hundreds of passers-by in Media City, Internet City, Knowledge Park and Kite Beach to enjoy some playtime, away from the stress of everyday life.
The swings, designed by Studio M and Leo Burnett Dubai, use one of the world’s most famous logos to remind everyone that playtime is a source of joy.
Walid Fakih, chief executive officer at McDonald’s UAE, stated, “With this creative work, we aimed to bring back the joy of childhood to UAE residents. We always strive to make feel-good moments easy for everyone and we remain committed to making real connections with our community through upcoming projects.”
Kalpesh Patankar, chief creative officer at Leo Burnett UAE, added, “One can never deny the power and authority that radiate off of McDonald’s Golden Arches. The swings under the world’s most famous logo create happy moments and put smiles on people’s faces. We all have childhood memories of McDonald’s, and the swings help us to recall our delightful childhood joys, both in memory and in action, to create lasting moments of happiness. As we get carried away in life, we often forget the importance of play and the swings are, simply, a reminder.”